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Marketing Tactics For Value Engagement

In: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers

Author

Listed:
  • HERMAWAN KARTAJAYA
  • PHILIP KOTLER
  • DEN HUAN HOOI

Abstract

Marketing tactics, the second component of the marketing architecture, consist of three main elements: differentiation, marketing mix, and selling. Differentiation is the core tactic of a company that describes the uniqueness that it offers to the target market. This uniqueness is then created through the 4Ps — product, price, place, and promotion (marketing mix). Further, selling is an effective tactic to build and maintain long-term relationships based on mutual benefits with customers…

Suggested Citation

  • Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2019. "Marketing Tactics For Value Engagement," World Scientific Book Chapters, in: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers, chapter 6, pages 149-174, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813275478_0006
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    More about this item

    Keywords

    Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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